The great thing about America is that thanks to the free market we have a multitude of choices when it comes to deciding where we’ll shop for Christmas gifts. Apparently, Americans are making the decision this year, to cross Dick’s Sporting Goods off their list of stores where they’ll shop. Gun owners are pretty serious about protecting the Second Amendment. Stores like Dick’s that rely heavily on everyday Americans to keep their cash registers humming might want to consider the ramifications before making any rash decisions related to tightening the restrictions on gun sales.

According to the Washington Examiner, sales at Dick’s Sporting Goods dropped in the past three months amid backlash against tighter gun-sale restrictions following a mass killing early this year at a Florida high school.

Revenue dipped 4.5 percent to $1.86 billion amid challenges in the company’s hunting business during the quarter through Nov. 3. Sales at stores open at least 12 months – a key metric for the retail industry – fell 6.1 percent compared to the prior year.

Dick’s raised the minimum age to purchase a gun to 21 and stopped selling assault rifles last February after a Valentine’s Day shooting in Broward County that left 17 students and staff dead. The decision sparked opposition from conservative activists, some of whom had proposed arming teachers in response and threatened to boycott the brand, and prompted at least one employee to resign.

While Chief Executive Officer Edward Stack previously said the firearms policy brought in new customers and sales were reported as flat in August, Dick’s has now warned that “negative reaction” could affect future results.